Here's a compiled list of web metrics that you should pay attention to if you're running a web/mobile startup.

1. Critical Web Metrics
to Measure & Manage
Your Business. Discovered.
Adrian Teh, Feb 2012
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www.leanis.com.my | enquiry@leanis.com.my

2. Glossary: Measure your growth, retention,
engagement, effectiveness & influence
Site Metric Type For What Formula
Viral Co-efficient Growth Measure the growth rate of user base Average invites X (New users/Average
Index (V) Invites)
Conversion Rate Effectiveness Measure effectiveness of site to get visitors to achieve (# of goals achieved / Total unique
(%) a goal or call-to-action in a given time period visitors) X 100
Returning Visitors Retention How many people come back to your site more than (# of returning visitor visits / Total visits)
Rate (%) once X 100
Frequency Engagement Measures how often people return to the web site # of visits / Total unique visitors
Time on Site Engagement Reflects how much time people spend using your -
application
Daily Active Users Retention Reflects what % of your user base comes back each (# of registered user that comes back
day. This is a key engagement metric because it each day / Total registered users) X
signals high engagement, as it only includes registered 100
users who visit each day.
Social Metric Type For What Formula
Facebook Daily Engagement Total users that has commented, liked, visited or posted content Facebook Analytics
Active Users on your page each day
Klout Score Influence 0 to 100 ranking that estimates your degree of influence within Klout.com
Twitter
Email Open & Click Effectiveness Measure effectiveness of email marketing # Email Opened / # Email
through rate Sent
# Unique clicks / # Email
Opened
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3. High growth with low retention & engagement
rate is like “pouring water into a leaking bucket”
Cohort Analysis
 Helps measure user engagement
over time. It helps UX designers
know whether user engagement is
actually getting better over time or is
only appearing to improve because
of growth.
 In a user engagement cohort
analysis, we group people based on
their join date. The people who
joined our service in January make
up the January cohort, the people
who joined in February make up the
February cohort, and so on.
 We then investigate how each
cohort stays engaged over time,
comparing the cohorts against each
other to make sure that the people
who joined in February are more
engaged than those who joined in
Sources January, for example.
• http://andrewchenblog.com/2008/09/08/how-to-measure-if-users-love-your-product-
using-cohorts-and-revisit-rates/  Helps to separate growth metrics
• http://52weeksofux.com/post/646711369/cohort-analysis-measuring-engagement-over- from engagement metrics, because
time growth can easily mask
engagement problems.
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4. Interested in our services? We are eager to hear
from you. Feel free to contact us.
Leanis Solutions Sdn Bhd (871506-U)
The Strand, Kota Damansara
51-3 Jalan PJU 5/21, Third Floor
47810 Petaling Jaya, Malaysia
enquiry@leanis.com.my
@LeanisNews
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5. Thank You
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6. Thank You
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